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NPD REPORTS LARGE PERCENTAGE OF TEENAGE BOYS WEAR FRAGRANCE Study Shows Teen Boys' Fragrance Purchases Influenced by Girls PORT WASHINGTON, NEW YORK, June 29, 2004 - When you think of teenage boys you usually think of cars and video games, but according to The NPD Group, a marketing information company, fragrance is indeed on the minds of teen boys today. According to results taken from the NPD Beauty FragranceTrack 2004 Men's Study, 82 percent of teen boys today (age 13-17) wear fragrance. "Teens remain a vital demographic of the fragrance industry, as fragrance wearers first begin to experiment with scents in their teenage years," according to Timra Carlson, president, NPD Beauty. With limited dollars to spend, teens will pay close attention to the fragrance brands they choose to buy, making sure the brands fit their exact expectations," said Carlson. Attracting girls with a particular fragrance is appealing to teen boys, and this continues as they mature and become adults. In fact, being liked by girls is the number one characteristic teen boys look for when choosing a fragrance (52%), followed by being able to wear the fragrance every day, for every occasion (44%). Teen boys are also attracted to fragrances they perceive to be masculine (43%), clean (33%) and fresh (31%). Only nine percent of teen boys purchase a particular fragrance because their friends wear it. According to the study, 58 percent of them most often shop for fragrances at mass merchants such as Target or Wal-Mart or a food and drug store, such as CVS or Walgreens. Thirteen percent of teen boys most often shop for fragrances at department stores, followed by national chain stores (8%), apparel specialty stores (6%) and fragrance specialty stores (3%). Twelve percent of teen boys purchase fragrances at other locations, including mall kiosks, over the Internet, telephone/mail orders and/or television shopping channels. Channels Percentage Mass, Food and Drug 58% Department Stores 13% Other 12% National Chains 8% Fragrance Specialty 3% Apparel Specialty 6% Source: The NPD Group/ NPD Beauty/ FragranceTrack 2004 Men's Study NPD asked teen boys what influenced their last fragrance purchase, both before they visited the store as well as once they were in the store. Before entering a store, word of mouth accounts for over a third of interest in the fragrance. Thirty-four percent of teenage boys said they smelled it on someone else and liked it and 31 percent tried a free sample. Advertising didn't have as great of an impact on teen boys. Only 13 percent of teenage boys say they were influenced by a fragrance ad in a magazine, while television commercials influenced eight percent and only two percent saw a fragrance advertisement in the newspaper. Once in the store, 63 percent of teen boys said they purchased the fragrance because they sprayed it and liked the scent. Thirty-five percent said they purchased the fragrance because the price was right, while 30 percent said they were influenced by a friend or family member shopping with them. Interestingly, 13 percent of teenage boys bought the fragrance because it came in a cool bottle and 12 percent said the fragrance came with a gift set. Only 4 percent of male teens said the sales person influenced their decision. "It will become increasingly important for both fragrance marketers and retailers alike to understand this young group's shopping behaviors and motivators to attract and maintain their loyalty," noted Ms Carlson. "To win over teens, fragrance brands must first recognize what drives them to the counter." About the Report The FragranceTrack 2004 Men's Study was conducted via the Internet among a geographically and demographically balanced nationwide sample of over 11,000 men in February 2004. Respondents were screened using a nationally represented, demographic profile of males between the ages of 18 and 64 years old. Male teens 13 to 17 years old also participated in the study with almost 2,000 participants.
Since 1967, The NPD Group has provided reliable and comprehensive sales and marketing information for a wide range of industries. NPD provides critical knowledge on what is selling, where, to whom and why to help our clients make more successful, fact-based business decisions. Today more than 1,300 manufacturers and retailers rely on NPD to help them better understand their customers, product categories, distribution channels and competition in order to help guide their business and positively impact sales and revenues. Information from The NPD Group is available for the following major vertical sectors: apparel, appliances, automotive, beauty, cellular, consumer electronics, food and beverage, foodservice, footwear, home improvement, housewares, imaging, information technology, music, software, travel, toys and video games. About NPD Beauty NPD Beauty, the beauty-tracking division of The NPD Group, is the authority on - and leading marketing information provider for - the prestige beauty industry in the United States. The BeautyTrends retail point-of-sale service tracks sales of prestige fragrances, makeup and skincare products sold in US department stores. FragranceTrack is an annual attitude and usage study that tracks consumer behavior. A key component of FragranceTrack is the scent database and monthly blind scent testing that is based on responses from NPD's consumer online panel.
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